Evaluate Intuitive Mobile Onboarding Flow

Company Context

FinLite is a Series B personal finance app with 6 million registered users and a freemium subscription model. It competes on simplicity: users connect bank accounts, set budgets, and receive spending insights in under 10 minutes.

Problem

FinLite recently redesigned its new-user onboarding flow to increase bank-link completion and free-to-paid conversion. The new flow reduced the number of screens from 9 to 5, but early signals are mixed: onboarding completion improved from 58% to 64%, while support tickets tagged "confusing setup" increased by 22%. Session replays show users hesitating on permission screens, backing up between steps, and abandoning after linking one account instead of completing setup.

The Head of Product asks you a simple but important question: what do you look for when evaluating whether a user flow is intuitive? Assume you are assessing FinLite's mobile onboarding flow and need to determine whether the current experience is truly intuitive or just shorter.

Deliverables

1. Define what "intuitive" means in this product context and how you would evaluate it.
2. Identify the most important user segments and jobs-to-be-done for onboarding.
3. Propose the qualitative and quantitative signals you would use to diagnose friction in the flow.
4. Recommend the highest-priority improvements you would make to the onboarding experience.
5. Explain the trade-offs between reducing steps, collecting information, and building user trust.

Constraints

• You have 1 designer, 2 mobile engineers, and 1 data analyst for the next 6 weeks.
• Regulatory disclosures and bank-permission consent screens cannot be removed.
• The team can run one major experiment and two smaller usability studies this quarter.
• Any redesign must not reduce bank-link completion below the current 64% baseline.